Greencap is a professional services company which provides risk management solutions. Previously Noel Arnold & Associates, after a number of key acquisitions the company became Greencap and in 2013 became part of the Wesfarmers group. Since then, the company has been internally focussed on its systems and processes, offerings and more recently, its business strategy, objectives and structure to enable it to defend and grow market share.
This period of growth saw changes to the leadership team and inconsistent messaging. This resulted in an internal lack of clarity around the Greencap brand and what it represented, and external confusion about the company - if it had changed focus and what its heritage was.
General brand awareness of Greencap was suspected to be low, as was the market's understanding of the breadth and depth of services it offered. Greencap therefore enlisted the services of a market research company to gain insights on current brand perceptions, usage and decision-making behaviour.
Armed with those insights, a clear strategy and a vision to be a best in class business, Greencap turned to BrandMatters to clarify the brand positioning and brand strategy.
BrandMatters started with desk research, and delved into the insights from the brand research to identify Greencap's unique characteristics. From there, we developed several positioning options, workshopped them with the Greencap team, and finetuned the selected option.
The brand story, elevator pitch, tagline, brand tone of voice and key messages flowed from the approved brand positioning.
Greencap's renewed vigour and client focus and the clarification of its intent needed to be signalled to employees and the external market, to set the company up for a renewed period of growth. To achieve this, BrandMatters recommended a brand refresh in the form of an evolution to the logo and visual identity. We retained the existing, distinctive logo font, but removed the logo background and reapplied the colours to the text. This has resulted in a more contemporary logo, but one which links back to the brand heritage - and is much easier to reproduce.
We documented the new identity in a set of brand guidelines, and developed corporate stationery and templates. We then oversaw the launch of the brand to internal and external audiences via an emotionally engaging brand video.
The brand was successfully rolled out in November 2017. With complete clarity on their unique offering, and the team united behind a brand that reflects their vision for the future, they are now well placed to be known as the business that goes further for their clients.